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On day two’s keynote plenary session at IP&TV World Forum 2011, Johannes Larcher, Senior Vice President International at Hulu, said all participants in the IPTV ecosystem are in position to gain from it. Consumers can have access to the content they want wherever they want while advertisers and distributors can create lasting businesses. It is about creating greater value.

He went on to say that brand advertisers will gain from targeted and meaningful communications with consumers and content owners will see easy access to content creating further demand. These are straightforward ideas. Advertisers can benefit from putting their ads in front of the right people and mining the data collected through a more interactive approach. Content owners can make it easier to consume content and consumption levels will go up.

It is less straightforward for distributors or the network operators. Larcher said that distributors will have to focus on four things: rapid innovation, multiple revenue streams, tolerance for low margins and an obsession with customer needs.

Looking at this list, it is the innovation and new services introduced in the market that will really drive distribution models forward. When we as an industry ask ourselves what the future of IPTV will look like, something that network operators or distributors should focus on is its rapidly expanding capabilities on the technology front and the value they will bring to the market.

Services like social media integration and enhanced network management will lead to better end user experiences and create IPTV services that are meeting future demand not just keeping pace.

Of the four points mentioned, it is something that distributors can feed and nurture within their businesses and should see as a differentiator to build their businesses around.